A promising market, leading Chinese hair removal device brand Ulike entered TikTok US! By 2030, the global hair removal device market size will hit $1.9 billion | EchoTik Product Insight
TikTok Shop US e-commerce data weekly (02/12-02/18)
· Total GMV in the last week reached $68.7 million, a 30.18% decrease from the previous week, with a daily average of $9.8 million orders. This marks the first week of the year that the daily average orders for small US shops have dropped below $10 million;；
· The GMV Top 5 categories of last week, in order, were: Beauty & Personal Care, Collectibles, Womenswear, Health, Sports & Outdoors, and Phones & Electronics；
· Collectibles category saw the fastest growth in GMV and sales last week, overtaking womenswear to rank Top 2 for the week, with an average selling price of $92.4 for promoted products. The main hot-selling items were collectible cards, autographed jerseys, etc;
· Beauty & Personal Care category remains the top 1 category, with sales nearly double that of the second place, and an average selling price of $23.9 for promoted products.
The love for beauty is inherent in everyone. Beauty & Personal Care have always been categories widely focused on across TikTok Shop's markets worldwide. When mentioning popular categories, most people think of common cosmetics and skincare products. However, in Western countries, especially in the North American market, due to the locals' dense body hair,「full-body hair removal care」 is also a highly focused beauty and care demand, especially as the weather gets warm and people start to expose more skin, making hair removal an urgent need.
On TikTok, the hashtag #hairremoval has more than 200,000 posts, with people actively sharing their favorite products for hair removal and their hair removal process on social media. The striking before-and-after comparisons have also stimulated people's desires to purchase.
Recently, EchoTik data found that after entering TikTok Shop in the US, the top-tier Chinese hair removal device brand Ulike has shown impressive performance in the last 30 days: as of February 23, the product's 30-day sales exceeded 1,400, with an estimated GMV reaching $355,700, and sales are still increasing.
The shop has 2 active products, with an average price of $229, mainly comprising two Ulike's star models.
In terms of promotion, the shop mainly relies on mainstream short video influencers to drive sales but is also actively planning for live streaming: with a total of 229 influencers, producing over 183 promotional videos, totaling 2.4 million exposures, with an estimated GPM of $144.91 and 27 live streams.
The demographic of the influencers, they are mainly young women, primarily in the Beauty & Personal Care and Womenswear categories. The range of fanbases varies greatly, from top tiers with over 16 million followers to amateurs with less than a thousand followers, with most influencers having between 20,000 and 500,000 followers.
Influencer @montserratmurillocz, with less than 30,000 followers and primarily speaking Spanish, focuses on sharing beauty and skincare routines. In her video promoting the Ulike hair removal device, she demonstrated using the Ulike laser hair removal device for underarms and lips over 2 and a half minutes, describing the process as feeling nothing and very comfortable, with excellent results. This video is estimated to create 277 sales, with an estimated GMV of nearly $70,000.
Aside from influencer marketing, Ulike also actively establishes its own brand accounts for promotions, simultaneously narrowing the distance between the brand and customers. The brand-associated account @ulikeofficial started regular updates in the last 30 days, mainly posting product introductions and product recommendation videos.
Before joining TikTok Shop US, Ulike had already begun its international expansion, launching on renowned e-commerce platforms like Amazon, building independent DTC sites, and conducting influencer marketing and brand promotion on TikTok, YouTube, Instagram, Facebook, Reddit, etc. On TikTok, searching for hair removal reveals many top-viewed content short videos featuring Ulike's brand promotion and trial videos. Ulike's exclusive hashtag #Ulikehairremoval has over 3,500 videos.
Influencer @angemariano posted an unboxing video for the Ulike hair removal device two years ago, comparing the effects and user experience of the Ulike laser hair removal device with traditional hair removal wax paper, promoting the advantages of Ulike's hair removal efficiency, comfort, and skin safety, which received over 270,000 likes and 41,000 shares.
In 2021, the global hair removal device market size was $1.083 billion, expected to grow at an annual compound growth rate (CAGR) of 8.6% during next few forecast years. As people pay more attention to their appearance and with an increase in disposable income, spending on personal care products is also rising. Furthermore, with technological advancements in personal care products, people are increasingly opting for less risky, non-surgical methods for cosmetic effects.
Based on product type, the hair removal market mainly includes laser hair removal devices, intense pulsed light (IPL) hair removal devices, and other energy-based devices. In 2021, the laser hair removal device segment accounted for the largest share of global revenue, over 45.0%, as these products are widely used for their rapid treatment effects. These products have proven to be safer for all skin and hair colors, with less pain during treatment. With technological advancements, laser hair removal devices are expected to dominate the market during the forecast period.
By region, North America dominated the market in 2021, accounting for 35.5% of global revenue, with laser hair removal devices becoming increasingly popular in North America. As beauty awareness increases, along with the demand for cost-effective hair removal products and the rise in disposable income levels, the Asia-Pacific market is expected to grow the fastest between 2023 and 2030, especially in developing countries.
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